Fear in content marketing

This emotion provoked the most diverse set of results. Words associated with fear were positive for some industries and negative for others.

There were even cases where the conversion rate fluctuated depending on the amount of text that included fear-related words:

On balance, you should avoid being a negative Nancy if you want that conversion rate to soar. But, watch out for those exceptional situations where you can steal a march on the competition by trying a different tack.

Spotted in the news…

The regulator alleges that Google has been promoting its own shopping comparison service first in search results, denying companies the chance to compete on their own merits.

Google talks a lot about content meritocracy – the content that provides most value for the reader should rise to the top. But, the calibre of your content marketing might not be so relevant if the search algorithm just chooses the results you see first. Let’s hope they come to their senses.